I'd add to this that it's very important to test the following elements within your email marketing:
Email Subject – This single element can make or break your email campaign. Most email marketing software out there now provide you with the option of split testing your email subjects. Try sending out the same email with two different subjects and then optimize your email blast with the winning variation. Then rinse and repeat.
Email “sent from” field – At the end of the day most people do not want to read emails from people they don't know. So, if you're sending out email blasts with a generic name such as “do not reply” or even your company's nam, test sending out the same emails from a real person's name to see if people open it more.
Sent day of week and time – The day of the week and time of the day on which you send your emails is crucial to your success. You need to test sending out the same emails in the morning, the afternoon or at night and also on different days of the week. A great tests to run is just sending an email at the same time depending on the time zone in which the user is located. For example, if you find 8 p.m. is the best time to send your email then don't blast your entire list at 8 p.m. Eastern Time. Just send it to the Eastern time users at eight and then wait for it to be 8 o'clock in other time zones to send it to them.
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